The challenge of getting your website seen in Liverpool

Jonathan is Managing Director of Aqueous Digital based in Runcorn.

Posted by Jonathan Guy

Aqueous Digital

Thu 02nd, Jun

Getting your website noticed these days is a pretty hard task. This is particularly true if you are a small business in a competitive sector and more especially if you need to rank in a city like Liverpool.

Why?

Well, Liverpool is a magnet for businesses all over the country. Not only are they trying to rank their websites for their local area but they also want to come up in searches specifically for Liverpool.

When you look at the figures, it shouldn’t be a surprise.

As the seventh biggest city in the UK and with a population of around half a million people this is a market which no business would want to ignore. Just try searching for a local tradesman in Liverpool and more often than not you will find aggregators such as Yell, Checkatrade, Freeindex, Gumtree and the like crowding out the websites of genuine local businesses.

The question I get asked more often than not is “how can I compete against these ‘big’ websites when I’m just a small local business?”

The answer is actually simpler than you think and the fact that you are a ‘small local business’ gives you a distinct advantage against the larger players.

We covered the basics in the Tech Tuesday talk on 22nd March (slides are available here) but the summary is as follows.

  • Make sure that your website has been built with users in mind. Can they find what they are looking for easily? Is it clear what you do? Can they contact you from every page?
  • Ensure that each page talks about just one thing. If you want to be found for Central Heating repairs make sure you have a page that is built exclusively for that. Don’t hide it away on a page that talks generally about plumbing.
  • Optimise the page for the search engines as well as customers. This means writing a relevant title, heading and description and making each page different.
  • Write good content. If you can’t do this then outsource it as this is critical. Good content should sell the benefits of using you at the start then tell people about the service they can expect. A good page is one with a lot of information on, not just nice pictures.
  • Make sure you have claimed your Google My Business listing. This puts you on the map locally.

 

The advantage you will have over the bigger businesses, and the secret they don’t want you to know about, is that they are all spreading themselves too thinly.

Google wants to give anyone searching the very best answer to the query they type in. So if you type in ‘boiler repairs Gateacre’ Google wants to give you a choice. As I type this, currently the top five results are all Yell.com. That’s not choice.

What Google is looking for is one really good page from a firm that offers boiler repairs in Gateacre and it would quickly shove most of those Yell entries out of the way. Currently it can’t find an alternative so we are left with no choice at all.

So if you are a Central heating specialist in Gateacre and are looking for more boiler repair work then this is your chance to beat the big boys!

 

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